Digital Convergence

Digital Convergence is the tendency for different technologies, media, content, services and applications to become more similar with time. It is a long term trend that has several elements:

Technology

It is common for technologies that are viewer as very different to develop similar features with time that blur differences. In 1995, a television and a mobile phone were completely different devices. in recent years, they may have similar features such as the ability to connect to wifi, play rich internet-based media and run apps. People may use either their television or phone to play a game or communicate with relatives, using the same software.

Media and Content

Television and internet services were once viewed as separate but have begun to converge. It is likely that music, movies, video games and informational content will eventually converge to the point that they are no longer distinct formats. For example, future music may always come with an interactive music video that resembles a game. Likewise, films and could become interactive with time to the point that they also resemble games.

Services and Applications

In the late 1990s, there was a large difference between business and consumer software and services. With time, this line has blurred. Technology tends to move from a large number of highly specific tools towards a small set of flexible tools with broad applications.

Virtual Reality

Virtual Reality can be viewed as the convergence of real life with digital entities such as games and information environments.

Digital Convergence and Music Marketing Campaigns

Music is promoted using the traditional formats across different digital platforms from the website, the music video uploaded to that website and then the digital ways to download payable content where consumers then buy the music product as a digital file or as a physical media product. The campaign also has links to an artist's social network profile where links to the music video and website are shared with audiences. 
This increasing link across many digital platforms in convergence and you will need to discuss it in your statement of intent. How many different digital devices can you imagine your audience interacting with your original artist?

Task: Use the information on this blog post to support you to complete the handout as notes before improving your first draft statement of intent from last term.